It is a PACKED hot room for Mr. Odden who is taking pictures of us all so we can go and tag ourselves daft on their Facebook page.

Lee asks “What is the big lie about content?” – oh yeah it’s the “build it they will come” stuff.

If you have great content… set it free!

92% of US internet users use search to find information to help inform purchase descisions (according to Ketchum study).

Search is becomming a lot more social (innit.)

85% of marketers consider content marketing as extremely important, however only 50% have a content strategy.

Most Popular Types of Content

social

articles

events

eNewsletters

blogs

Lee asks if anyone has heard of TopRank Marketing blog. (Erm,.. yeah – I think we might of come fourth in your poll!)
We’re doing a peanut butter and jelly analogy where peanut butter is SEO (‘cos it totally would be) and social media is the jelly (which is actually jam).

So how does this sandwich connect with the consumer?

“I need lightbulbs” – therefore I search; and the SERP presents us with “5 lightbulbs that save you money” i.e. social commentary on a purchase – which is where the peanut butter meets the jelly.

Brands as Publishers

Proctor and Gamble brought content like Dawsons Creek to the world (if there aren’t enough reasons to dislike them already).

Once you have the content themes and ideas in place you need an editorial calendar (which includes multiple platforms inc. social media.) Also consider how you can re-use content across platforms.

Hub & Spoke Publishing

I.e. with site in the center and social publishing outlets as the spokes of the wheel, also incl. PR outlets and industry publications. So a multi-media content distribution strategy with site as central.

Also – think of channels not just media i.e blogging, RSS, email etc.

Model – Cycle of social and SEO

create promote

noticed and shared

attract momentum

inc. links and social exposure

that traffic (and data therefrom) informs development

Lee has 45,000 subscribers on their blog (which is more than SearchEngineWatch apparently)!

Tie social media efforts together in distribution channels – which in turn feeds niche blogs, which leads to links!

Repurposing Content

Event occurs; upload video, embed in blog post, post screenshots in flickr, upload images with text as a story in PPT. One piece four ways.

Another example is video transcription.

Lee recommends embedding video and images in PRWeb content.

Content curation is in effect, a method of re-purposing content.

Take aways

Develop & optimise content with customer personas in mind

create an editorial plan

develop your distribution channels

http://tprk.us/cmgsesuk for the TopRank Guide to Content Marketing & Optimisation